ASIA-PACIFIC – MUMBAI, INDIA, AUGUST 2011 – TBWAIndia has launched a new television campaign for Nissan’s innovative B-segment offering, the Nissan Micra. Positioned as the ‘urban driving simplifier’, the Nissan Micra has the shortest turning radius for easy maneuvering and parking, best-in-class fuel efficiency, and the I-Key and Push button start.
The new campaign features Ranbir Kapoor, the brand’s ambassador in India, in a series of commercials bringing alive different aspects of the car that make it the ideal city car. Its disruptive creative approach brings the campaign back in time to make a powerful statement about the future.
Talking about the unique approach in the campaign, Rahul Sengupta, National Creative Director, TBWAIndia, said, “We all reminisce about the good old days – the way our lives used to be simple. Ranbir Kapoor takes the help of Kishore Kumar, RD Burman and Rafi to drive home a solid point.”
Nirmalya Sen, Managing Director, TBWAIndia, added, “If the previous campaign was about a car like no other, this one will establish why the Nissan Micra is a brand with a purpose – to help people drive around the crowded city with a smile on their faces and a song on their lips. The brief we worked with was simple – ‘We cannot change the city, but we can make driving in it a pleasure.’
Dinesh Jain, CEO, Hover Automotive Limited added – “The communication is path breaking and has not been attempted before in this segment. It has great stand out appeal and will help achieve the objectives for the campaign.”
The new TV commercials have been produced by Red Ice and directed by Ayan Mukerji, the maker of Wake Up Sid.
CREDITS:
Project Name: Nissan Micra ‘urban simplifier’ campaign
Creative Agency: TBWAIndia
Client: Nissan
Executive Creative Director: Rahul Sengupta
Creative Directors: Rahul Ghosh, Siddharth Deo
Head, Account Management: Anand Narayan
Accounts: Priya Chandni, Siddharth Jalan
Planning Director: Rajesh Sharma
Planner: Carl D’Souza
Media Agency: OMD
Photographer: Sanjeev Angne
Digital Designers: Sharath, Bibhash
Film Director: Ayan Mukerji
Director of Photography: Vikas Sivaraman, Ayananka Bose, Anil Mehta
Editor: Harsh
Production Company: Red Ice
